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Asian Paints' new SmartCare TVC is about winning consumer trust

21-April-2016
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Asian Paints' new SmartCare TVC is about winning consumer trust

Asian Paints has released their maiden television commercial for its SmartCare range of waterproofing solutions. The ad conceptualised by Ogilvy & Mather takes a witty and humourous approach to highlight how this new product is the perfect solution to fix dampness, cracks and water leakages.

Click here to view the ad:

Brand perspective:

Even though the brand has been there for quite some time, this is their first television communication. In order to establish the credibility of the product, the brand is also offering first-of-its-kind retail waterproofing warranty on the product.

Commenting on the strategy, Amit Syngle, President-Sales, Marketing & Technology, Asian Paints Ltd. shared, “The film taps into the widespread belief that once a house is afflicted with leakage, cracks and dampness, one can never get rid of it. Asian Paints SmartCare range is here to provide assured waterproofing solution to consumers. We are offering a first-of-its-kind retail waterproofing warranty on our range of solutions, which establishes the credentials of the product. This film will help us establish the fact that one can get rid of waterproofing issues for a longer period and we are ready to vouch for its performance parameters ‘ZubaanDeDo’”.

Creative strategy:

Though it’s a 360 degree campaign, however the brand TVC is only out and the other leg of the campaign is in the pipeline. Sharing the insight behind the ad, Sukesh Nayak, Executive Creative Director, Ogilvy & Mather said, “It is a very tough category, there are leakages and cracks in every home, but the question was how to address the issue in a different manner. The problem was of recurrence; whenever our house gets afflicted with problems like leakage, cracks or dampness, we know that it can only be temporarily fixed and will again come back. But here Asian Paints SmartCare is giving a warranty on the product for consumers to have faith in it.”

Other players in the category:

There are other players in the paint category who claim to offer protection against issues like leakages, cracks and other effects of bad weather. The brands have even released ads to highlight their products.Dulux has their product called- ‘Dulux Weathershield Max’ which comes with crackproof technology. Kansai NerolacPaints has their brand Excel which claims to withstand strong and diverse weather conditions.

You can watch the ads here:

Dulux:

Nerolac Excel:

Dulux Weathershield Max#Crackproof technology.

Kidproof technology

Nerolac: Weather Defence

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